I receive at least one request per week from random strangers to support their Kickstarter campaigns but recently I was contacted by a guy named Randy Rodriguez who said he wanted to open a Salvadoran restaurant. For obvious reasons this interested me much more than any other Kickstarter campaign sent to me before, so I got to chatting with Randy, and I ended up deciding to not only give his Kickstarter a shoutout, but because I found his personal story interesting as a Salvadoran American born in L.A., raised in Vermont, and now living in New York, I interviewed him as well. Meet Randy, and his project – a Salvadoran restaurant in Lower Manhattan called “Cabalito.”
Interview with Randy Rodriguez of “Cabalito”
Latinaish: Tell us a bit about your family. Your parents were born and raised in El Salvador, right? Did your mother and tías cook much Salvadoran food when you were growing up?
Randy: Yes, both my parents were born and raised in El Salvador. I am 100% My mom came in her late teenage years and my dad when he was around 13 years old. My parents both have very interesting stories coming to the U.S., (which is a whole other story!) Neither my mom or dad know how to make pupusas but a few of my tías know how to do it up. My grandma makes a mean panes con pavo (which will be on the menu.) My mom can also make the plato típico, but for the most part, I ate most Salvadorian food at the best restaurants in L.A.
Latinaish: You mentioned to me that when you were about 10 years old, your family picked up and moved to Vermont. Why did your parents move there? Was it difficult to adjust? Were there unique challenges as a Salvadoran American growing up in an area of the country that doesn’t have a strong Salvadoran or Latino community?
Randy: Yes, I was around 10 years old when my parents moved to Vermont. They wanted us to have a better childhood. Living in a peaceful countryside was the plan. The L.A. neighborhood I was living in was getting dangerous. They did research and heard that Vermont was one of the best places to raise a family. My dad told us that if he was going to move he would do a big move. So we went for a big change, west coast to east coast.
I think it was a very difficult adjustment. I have an older brother and a younger sister. We had to make new friends and start over which can be hard at that age. I look back now and I don’t know how we did it! I went from being just another latino to the only kid in my school with color! I stood out like a sore thumb. I was different. The kids in my school were nice. I didn’t have any problems which I am thankful for. It was more about how uneducated they were about my culture. They didn’t know anything about Latin American food, dance, culture, or language. They thought I was Mexican! Not because they were mean but because they didn’t know better.
Latinaish: Now this question is definitely out of personal curiosity as a mother raising 2 Salvadoran American sons who are bilingual, but not quite as fluently bilingual as I had hoped. You learned Spanish as an adult – Did your parents attempt to raise you bilingually or did they speak to you in English? Did you grow up with Spanish around you (when your parents spoke to each other or on the phone, or the TV programs they watched)?
Randy: I heard the language a lot when I was young in California. Once I moved to Vermont I stopped hearing it. There was no Spanish television shows, music, or anything around like that. My parents did not make the effort to make us learn. I think it was mainly because my brother and sister didn’t really want to learn. They tried but never fully committed. I think it was hard for my parents because they came to the USA very young. My dad has told me he feels more comfortable in English. They told us that if we wanted to learn it we would have to take the initiative. That’s exactly what I did. Obviously my Spanish is not perfect and I am still learning but I am doing the best I can because I realize it’s important as an adult to be bilingual.
Latinaish: At some point you moved to NYC and began working at Mexican restaurants, right? What was that like? Was a career in the restaurant business something you’d always wanted or something you fell into?
Randy: I moved to NYC in 2010 and I simply needed to find a job. The only job I could find was at an Indian restaurant. It was terrible – it didn’t pay well – but I needed the money. The restaurant was next door to a Mexican place. I met the manager and he eventually called me in to start working. I was happy to be working there. It paid well and I needed to make friends. I worked my way up to be the general manager. That’s when I really grew to love the industry. I started to work a lot and I felt I was running the place myself. I eventually told the staff to stop speaking to me in English. I learned a lot of Spanish from my friends there. I believed in the place and put my time and energy into it. They eventually opened a new location and they wanted to hire someone else with more experience to take my job. I realize now that I was young and someone with more experience could run the place better. I left and started to work at a wine bar and the owner there inspired me to open my own place. That’s when I wrote my business plan.
To answer the question simply. I fell into the business with no regrets.
Latinaish: When was it that you decided you wanted to have your own restaurant? Why a Salvadoran restaurant?
Randy: At the Mexican restaurant my co-workers would tell me that I should open up my own taqueria since I know how to run one. I felt that there is a lot more competition in Mexican food. People have a strong opinion about Mexican food. So many types from tex mex, taco trucks, west coast Mexican, Chipotle, and the list goes on. I did not want to get involved. When I left and started working for a wine bar, the owner motivated me to do something big. A lot of self reflection and thought went into the idea for my own place. The fact that almost no one in NYC has had pupusas made all the pieces come together.
Latinaish: How did you come up with the name “Cabalito”? Who designed that awesome bird logo? (I love it! It’s very Fernando Llort-esque.)
Randy: The original name was “El Colón” after the currency of El Salvador from 1892 to 2001. I wanted “El Colón” because it would represent how El Salvador is becoming more and more Americanized. I wanted people to know and remember how El Salvador use to be when it had it’s own currency and to embrace that. However, I did not want to glorify Cristóbal Colón. I also considered that people might mispronounce it and call it colon from human anatomy or colon from punctuation.
After days of brainstorming I was looking over all the slangs from El Salvador. I was also hanging about with a friend born in El Salvador and she was using the word “Cabal” a lot. I liked it. I felt that you could use it for many things. However, I did not click with it because cabal in English is a secret political clique or faction. I read an article with someone using “Cabalito.” That was it! It sounded more Spanish, more official, more on point. “Cabalito!”
My logo was designed by my roommate who is a very talented graphic designer. I showed him art work by Fernando Llort and told him how much I liked his birds. I obviously wanted the logo to be very clear on representing art work in El Salvador. He did some sketches and surprisingly that was the first one he drew of many. We didn’t need to play around with it. That was it! Cabal!
Latinaish: Are you hiring Salvadoran chefs or did you learn to make the food? What’s going to be on the menu?
Randy: I want to hire authentic chefs I can work with to create traditional dishes with a twist. I care a lot about being authentic, however, I want to evolve the traditional recipes to the New York tongue. I am very aware of people being more careful of what they put into their bodies. I want to adapt to the new way of eating without damaging the original recipes.
I have a lot of traditional dishes that I would like to put on the menu but for now I’ve limited it to a few that I think would be diverse enough and affordable. The menu I have ready for Kickstarter is not going to be exactly the same as the menu that will be used for the restaurant. I made a mock up menu to give people an idea of my vision and to understand the brand I want to create. I will later work with a chef to discuss my menu and his/her recipes that will work for the official menu.
Latinaish: Okay – the big moment! Sell us on contributing to your Kickstarter campaign. Why should we support this project?
Randy: I want people to know that this is my dream. I hope this becomes a story that people will read and feel inspired. I believe that if you can shape it in your mind you will find it in your life. The restaurant represents so much to me. It’s a reflection of myself. It’s more than amazing food. It’s culture, it’s music, it’s art, it’s style, it’s social, it’s Latin American, it’s flavor, it’s affordable, it’s friendship, it’s different, it’s – more importantly – for everyone to enjoy. I hope anyone who comes from little corners of the world will have the courage to share their culture if they want to. This restaurant is for all the hidden recipes all over the world that are not exposed to us because the people who open restaurants don’t typically know how to. The people who should open restaurants don’t have the money to. Unfortunately money is the only thing holding me back from sharing this cuisine with New York City. So anything helps or share this info with everyone! This restaurant is also for El Salvador – a small country with a big heart.
(Visit the Kickstarter campaign here!)
Latinaish: Thanks so much for taking the time to answer these questions. Wishing you suerte!
Randy: Special thanks to you, Tracy. I wish you and your family the best. May you continue to give El Salvador a good name. It would be an honor to someday see you in NYC with your family at Cabalito.